[LargoLasskhyfv]

I disagree partially. Depending on the size of the corporation holding the brand, and thus available capital, it may be chump change for white/greenwashing via advertisement campaigns, cross media product placement, lawsuits, and employing whole armies of "reputation management* trolls...err professionals flooding any site with positive comments, burying anything else.

[mrxd]

Word of mouth is person-to-person, not online or media. Brand marketing is also different from product marketing.